Google has reportedly updated its policy guidance around action-based “business links” in Google Business Profiles. The change matters most for businesses with multiple locations and those who rely on link-driven actions like booking appointments or placing orders through their profile.
What’s new (at a glance)
– Action links are more strictly regulated. Google prioritizes links that directly support the intended action (booking, ordering) and wants them to point to relevant, location-specific pages rather than generic pages.
– Not every business is eligible for every type of action link. For example, a hair salon might be able to offer appointment bookings but not online ordering.
– When you have multiple locations, your profile should not use your homepage or a non-location-specific page as the link for other listings. This aligns with longstanding local SEO best practices, but there’s a renewed emphasis on enforcement.
Context and reference
– The update was highlighted by Barry Schwartz and covered in depth on Search Engine Land. If you’re reviewing your own profiles, it’s worth reading their coverage to understand the nuances and examples provided by Google’s guidelines: https://searchengineland.com/google-business-links-policies-and-guidelines-updated-461526
What this could mean for your business profiles
– Profiles with generic homepages: If you manage multiple locations, linking the homepage or non-location-specific pages for action-oriented listings could be flagged or suspended.
– Linking to social networks or third-party apps: Google is steering away from links to social media profiles, messaging apps, app stores, or link-shortening services for the action links on business listings.
– Link shorteners and “link-in-bio” tools: Tools that mask or redirect to primary pages may be viewed unfavorably for action links, especially when you have multiple physical locations.
– Location-specific relevance: Each location should have clear, relevant links that support the specific action taken from that location’s profile.
Practical steps you can take now
– Audit each location: Review every Google Business Profile location you manage and verify the action link used for that listing. Ensure it points to a page that supports the action (e.g., a booking page or an ordering page) and is specifically relevant to that location.
– Use location-specific pages: If you have more than one location, link to a dedicated page for that location rather than your homepage. If you don’t have a separate page per location, consider creating one that clearly reflects the services and actions available for that location.
– Ensure eligibility for actions: If you offer online ordering, confirm that the order link is active and region-specific. If you don’t offer a particular action (like online booking), you may not be eligible for that specific action link on that profile.
– Avoid restricted link types: Do not use social media profile links, messaging apps, app store links, or link-shorteners as your primary action link. If you use a multi-link tool, ensure the destination page is a direct, action-focused page for that location.
– Keep pages clean and relevant: The target page should load quickly, clearly present the action (book, order), and be specifically relevant to the visitor coming from that location’s listing.
– Monitor for updates: Google’s policies can evolve. Periodically re-check the official guidelines and the coverage from trusted industry sources to stay compliant.
How to proceed if you’ve encountered issues
– If a profile action link is flagged or suspended, review the above points, adjust the destination URL, and submit a policy-compliant replacement. If you believe your listing was unfairly flagged, you may need to appeal or request reinstatement per Google’s process.
TL;DR
– Google’s updated guidance tightens how “action” links on Business Profiles should be used, with a stronger preference for location-specific, action-supporting pages.
– Not every business or location will be eligible for every type of action link.
– If you manage multiple locations, avoid linking to generic homepages or non-location-specific pages for those listings. Prefer pages that directly support the intended action for each location.
– Avoid using social links, messaging apps, app stores, link shorteners, or generic landing pages as the primary action link.
For further reading, check out the original coverage:
– Barry Schwartz’s write-up and the linked policy clarification on Search Engine Land: https://searchengineland.com/google-business-links-policies-and-guidelines-updated-461526
If you’d like a hand auditing your Google Business Profiles for compliance with these guidelines, I can help map out location-specific pages and action links that align with the updated policies.
